With cinema exhibitors needing to reach broader audiences while creating engaging entertainment experiences, Philips LightVibes helps them enhance, differentiate and repurpose their cinema spaces. This results in access to new revenue streams and better use of their assets, for example the ability to tap into the projected $1 billion by 2018 market[1] for alternative content. The solution enables this by creating life-like in-hall experiences for viewers of alternative content and event screenings – from live operas to rock concerts and sporting fixtures. For the artists and sports clubs, the ability to have their event screened simultaneously in thousands of theatres across the globe means they can reach more fans and grow their event revenues.

The solution also helps exhibitors make more money from on-screen advertising by creating dynamic and engaging pre-show theatre ambiances. With recent interactive advertisement concepts offering exhibitors a way to increase cinema advertising viewer recall, the LightVibes system enables them to offer advertisers an interactive connected platform. This allows for ‘second screen’ and completely new ‘third screen’ immersive advertising concepts, in addition to the benefits of traditional media screens.

“Just like the audience at a sell-out gig being immersed in the energy of the band’s live performance, Philips LightVibes brings the drama and emotion of a fantastic light show to the cinema theatre-setting, complementing the content on the silver screen,” said Ronald Maandonks, Business Development Director, at Philips Lighting.

Philips is announcing the development of LightVibes at the CinemaCon trade show, taking place in Las Vegas (24th-27th March 2014), following a successful pilot installation in Eindhoven in the Netherlands. Initial consumer response has been very welcoming:

81% of viewers at a screening said that LightVibes had significantly improved their experience of a concert event in cinema

On average those polled said they would be six times more likely to attend a concert in a cinema with LightVibes available

If seeking out a concert screening in cinema, 65% of the viewers would prefer a cinema venue with LightVibes over a cinema without LightVibes

58% of viewers would be willing to pay €1 as a premium for attending content enhanced with LightVibes

“As our consumer research shows, the added life-like ambiance is the key missing ingredient for viewers of alternative content. LightVibes, with its dynamic lighting effects, can help create a more sensory overall experience for the audience,” continued Ronald Maandonks. “We think that it could have some very exciting implications for the movie industry as well, as LightVibes can amplify the ‘wow’ moment of special effects. We look forward to exploring the possibilities with the film industry.”

Notes to editors:

With the transition to Digital Cinema, together with the integration of live broadcast reception, the cinema industry is now primed to create an entertainment paradigm shift for cinema goers and music fans world-wide

It is already possible for cinema goers to be ‘present during a live concert taking place on the other side of the globe, irrespective of their own geographic location and with the comfort of their home town

[1] According to Screendigest, by 2018 global box office takings for alternative content are forecasted to exceed $1 billion

The Philips LightVibes solution consists of light fixtures running automatic and scripted light shows that provide a palette of options for the cinema space synchronized with the screen content. The system combines LED ceiling lighting, moving light spots, back lighting and low resolution large LED wall panels that can host dynamic media

About Royal Philips

Royal Philips (NYSE: PHG, AEX: PHIA) is a diversified health and well-being company, focused on improving people’s lives through meaningful innovation in the areas of Healthcare, Consumer Lifestyle and Lighting. Headquartered in the Netherlands, Philips posted 2013 sales of EUR 23.3 billion and employs approximately 115,000 employees with sales and services in more than 100 countries. The company is a leader in cardiac care, acute care and home healthcare, energy efficient lighting solutions and new lighting applications, as well as male shaving and grooming and oral healthcare. News from Philips is located at www.philips.com/newscenter.